Are Bing Ads Worth It? Why You Should Commit to Microsoft Ads

Google Ads are naturally the number one choice for pay-per-click (PPC) advertising. It’s the world’s largest search engine, experiencing over 3.5 billion searches every single day. However, Microsoft Ads are still a viable method of promotion. Despite Bing not controlling as much of the search engine market, there are still plenty of reasons to embrace advertising on the platform. 

This blog will answer the question “Are Bing Ads worth it?”, exploring why you might want to advertise through the world’s second favourite search engine. 

Reach a unique, valuable audience

Bing search advertising will reach a distinct audience when compared to the wide-spanning approach of Google. Bing’s user base is generally older, more affluent and more likely to be desktop-based – this accounts for millions of high-value users. Microsoft Ads also integrates with a broader ecosystem, including LinkedIn, ideal for B2B marketing.

Lower competition & costs

Bing pay-per-click advertising simply isn’t as saturated with marketers as Google is – meaning the platform has less competition when it comes to SEO keywords. This, in turn, translates to lower cost-per-click (CPC) rates, meaning you might get more from your marketing budgets. Ultimately, this might result in a stronger return on investment (ROI). 

Specific control tools & features

Bing Ads management offers more granular, specific controls and tools than Google PPC. This means you can target and tailor your advertising strategy in a variety of exciting ways. Some of the the elements of Microsoft Ads include: 

• Campaign variation and grouping, including Search, Audience, Product, App Install, Multimedia and Video Ads
• Budget defining and bidding strategies
• Geographical focuses
• Multiple ad creation formats with A/B testing
• Demographic and device targeting
• KPI dashboards and analytics
• Search partner transparency (with Yahoo & AOL)
• And many more

This range of tools and features allows marketers to accurately tailor their techniques while advertising on Bing. 

Easy connectivity with Google Ads

Listen, we understand that you’re never going to stop advertising on Google. They’re the most important channel for PPC by far. This can be considered an advantage for when you choose to advertise on Bing, as the platform is designed for easy transfers. The interface is very similar, making life a lot easier for people moving over. To drive this convenience home, you can also import your existing Google Ads data for speedy setup. 

Microsoft regularly updates with AI & more

Bing and Microsoft Ads are regularly integrating more AI-powered features, potentially allowing for smoother, speedier processes than Google Ads. Microsoft is going all in on Bing, integrating it with ChatGPT and other technologies, building the user base and engagement rates effectively. 

Get help with your Microsoft Ads

If you’re interested in spreading your promotional methods further and wider, Microsoft Bing Advertising could be the next step for you. However, with all the features and tools, it takes a lot of work to set up a strategy effectively. That’s why we offer Bing Ads management, so you can reach a new, targeted audience beyond Google Ads as effectively as possible. For more insights into digital promotion, visit our blog today.